Radix Copycast episode 5 – is shorter always better in marketing copy?

Welcome to episode 5 of the Radix Copycast – this time we're examining the issue of content length in business to business marketing.

In 1953 Watson and Crick published their paper on the structure of DNA – drastically changing our understanding of all organisms. The paper was only 800 words long.

Technology copywriting often involves complex subjects and products, but how do you ensure that length doesn’t get in the way of the message you’re trying to put across?

In this episode, Fiona and I are joined by one of our associate copywriters, David McGuire of Lungfish, to debate the issue of succinctness in B2B technology copywriting.

Points covered include:

  • Whether shorter is always better
  • The role of signposting and design in creating readable longer-form content
  • Understanding how audiences and platforms affect the length of your copy
  • How to ensure long-form copy remains concise and to the point

Improving your ability to be succinct

For David, using Twitter is like a gym workout for copywriting – you need to make each word count. We share tips on how to write succinctly and explain what tools are available to you to help put your message across. Words are not all you have in your arsenal.

Download the episode here (right-click and “save as” to download). Or listen in the player at the top of the page.

You can subscribe to the podcast on iTunes here.

Music by Industrial and Marine.

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